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Published on 01/10/18 - Updated on 17/03/22


8 years after transforming the Naïade brand into LUX, Paul Jones, CEO of the group, launched a new brand by taking the complete opposite approach of the properties currently operated by LUX.

After having been managing director of Sun Resorts Group for 20 years and then managing One&Only, Paul Jones joined the group in 2010 to breathe new life into it. LUX now operates 8 resorts in Mauritius, Reunion Island, Maldives, the United Arab Emirates, China and Turkey. The pipeline consists of a second Maldives facility, four facilities in China, a third facility in the UAE and an opening in Italy, Vietnam, and France in Marseillan on the banks of the Etang de Thau with a 100-room hotel and 150 residences. The group is opening a development office in Singapore where 4 people will be in charge of finding new opportunities.

SALT is a concept that is diametrically opposite to LUX resorts products. A low-capacity property, 59 rooms, for the first opening SALT of Palmar in Mauritius, no television in the rooms, a guide to the destination and an application made available to guests to encourage them to discover the island and its inhabitants. Electric cars and bicycles are also available to facilitate mobility. 90% of the partners are local and all the staff is Mauritian. In general tourists who visit Mauritian resorts generate very little economic impact on the territories.

The properties will be supplied by a farm located on the island and only local products will be offered in the restaurant which is meant to be the best on the island. SALT aims to do nothing less than "transform" its hosts, some of them will be able to give their time and skills to implement actions on site if they so wish, for example. The 120 employees of the first location come from the teams that worked for the former brand.

A responsible approach, connected to the territory where it is located, such are the wishes of the creators of the concept in order to transmit the "salt" of the destination to their guests. The brand plans to open a property in each cardinal point of Mauritius as well as in China in the immediate future.

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